"It’s not TV, it’s HBO Max ... again," at a presentation that goes hard on executive talking points and largely ignores the studio's recent film successes.

Max will become HBO Max again this summer, Warner Bros. Discovery said this week — two years after the name change that hasn't stuck. Here's what to know about the rebrand (and some others of note).

Normally, Conan O’Brien and the “Inside the NBA” stars get the biggest laughs at a Warner Bros. Discovery (and before that, a Turner Networks) upfront. O’Brien wasn’t there, instead appearing via a quick,

The branding saga of the name of HBO Max offers a clear lesson for marketers: when a rename threatens familiarity, consistency and clear messaging, customers will push back.